Sponsorship & Event Marketing
This event is over.
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. GMC CASE STUDY: OPTIMIZING LOCAL ACTIVATION (10:00-11:00AM)
General Motors Corporation will discuss how GMC transformed its national NFL sponsorship into a grassroots activation plan by optimizing local relevance and brand dominance. GMC will share how they worked to ensure that their key consumers truly experienced their brand up close and personal.
Chris Hornberger, National Sales Promotion Manager – General Motors Corporation
Greg Wheeler, Vice President & Managing Director – Jack Morton Worldwide
II. THE HUMANA PGA CHALLENGE: BRAND ACTIVATION CASE STUDY (11:15AM-12:15PM)
Ed Farley, Director Brand Advertisement and Sponsorship - Humana will share a case study on how Humana re-positioned their brand through The Humana PGA Challenge. Humana will cover various elements, components & highlights of the tournament as well as outline the key metrics used to measure success. In addition Humana will present how they created a national platform with the William J. Clinton Foundation that highlights health and well-being in communities, schools and workplaces.
Ed Farley, Director Brand Advertisement and Sponsorship - Humana
III. MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we will discuss:
- Benefits of sports sponsorships and associations
- How to use social media to amplify sports sponsorships
- Corporate compliance of hospitality rules and governance
Gerald Johnson, Chief Marketing & Diversity Officer – American Heart Association and ANA Sponsorship & Event Marketing Committee Co-Chair
Brian Maynard, Director, Marketing – Whirlpool Corporation and ANA Sponsorship & Event Marketing Committee Co-Chair